Please Get It

 

We often tend to believe (here in the industry) that companies and brands are all jumping on the train of successful online communication and messaging. Successful communication in the knowledge that it is effective, entertaining, word spreading and reveals something of what the brands stands for. It’s a naive idea. Too many people are still rusting away in their old marketing (and advertising) models.

Look what happened last week when I blogged about the brilliant cover version of I Follow Rivers by Belgian rock band Triggerfinger (click here). I included the YouTube clip which had been around on the web that day. Few hours later when I came back I saw the video had been removed due copyright claims by VARA (the Dutch media company by which the radio station is owned). But the brilliance of the web of course is that once content has been posted, it’s like an unstoppable bullet you can never get entirely back. Obviously another user had put the video online again. So I edit my post with the new relevant video in it. Again; few hours later I had to witness that video had been removed as well. This even happened a third time. An easy Google Search brought me to the official VARA channel where the video was being hosted and apparently supposed to be hosted only. So I included that link. Don’t I love you guys?

Look how willing I was to share that video. I can assure you I’m one of the few that would put so much effort in sharing content that I’ve already seen, and tried to spread. And willing to repeat that process over and over. And content that has actually nothing of value for me to share (unless I would masturbate on the numbers of posts I publish here).

Doesn’t VARA get that?

You have to ask yourself (or better: THEY have to ask themselves) what their priority is in putting this video on the web: By driving more users towards their own brand channel to increase the visit number; or by spreading the name of their brand and activity in an appealing way? It’s clear VARA puts their priority on the first option. And that’s what is wrong with them and many other brands today.

Don’t they realize that by sharing that clip on Youtube, it will be spread a lot more (I saw several Facebook friends posting the clip)? And by spreading that clip (for free and really easy for users) it creates positive awareness for the activity they’re bringing (unless you don’t like Triggerfinger or that song but those people should be hanged)? It creates not only awareness for the band but more importantly: for the radio show Giel which I didn’t know before (among lots of other Belgians) and am curious to check it out a bit more. And shouldn’t that be the entire purpose of putting your brand’s content online AND for free AND in an easy way to share without your narcissism to have in ‘only’ on your own portal which will generate a lot less content sharing? Get your shit together! ORRRR … call me … I can help you (and make myself rich)!

PS. Just when I’m busy writing this post I notice they put the video on YouTube again, now by the official GIEL account itself. I don’t think it breaks down the point I’m trying to make here and actually it proves it somehow: they only want the video to get shared by themselves – in their own name (claiming a superior position) in order to drive more traffic to their website instead of providing entertaining free branded content people are willing to share. And for what reason would the brand prevent that from happening? Brands have established the most effective positions within online communication by acting as a peer towards their audience instead of a god or a king on its throne, serving his slaves with sacred, royal branded content he hopes they’ll all absorb as easy as water.

Follow Rivers

This video deserves some sharing and attention. I’m not a fan of Lykke Li, but this ‘I Follow Rivers’ cover by Belgian rock band Triggerfinger, done live on the Dutch radio recently, blew me completely away today.

Belgians always brag how many good (rock) bands we have. We do have some, but it’s overrated once in a while. Triggerfinger is among them though. If not, the best. If you’re into Queens of the Stone Age, definitely check out their album ‘What Grabs Ya?’ for some serious stoner / hard rock. This clip shows their more subtle side, nevertheless true artists at work here. Respect.

EDIT: They keep on deleting the video from Youtube due copyright claims, you can watch the video here as well: http://omroep.vara.nl/media/84673

A good share for a Friday 13^th if I may say so.